Moral suasion and charitable giving

We investigate the effect of moral suasion on charitable giving. Participants in an online experiment choose between two allocations, one of which includes a donation to a well-known charity organization. Before making this choice, they receive one of several messages potentially involving a moral argument from another participant. We find that the use of consequentialist and deontological arguments has a positive impact on the donation rate. Men respond strongly to consequentialist arguments, while women are less responsive to moral suasion altogether. Messages based on virtue ethics, ethical egoism, and a simple donation imperative are ineffective.

bringing lifesaving help and hope to children and families. Non-political and impartial, we are never neutral when it comes to defending children's rights and safeguarding their lives and futures. For more information, see here.
What UNICEF does with this specific donation? With this amount, for example: • UNICEF gives three young children therapeutic milk against malnutrition.
• UNICEF provides measles vaccinations for five children.
• Three children can receive ORS treatment, which prevents dehydration due to diarrhea.
Click on Next when you have carefully read through the information. You can only click on the "Next" button if you have spent at least 40 seconds on this page.

Decision
As already explained previously, below you are asked to choose between two possible allocations, called Option A and Option B. The two options are as follows: • Option A: $3 to you and $0 to UNICEF • Option B: $2 to you and $3 to UNICEF We have also described these options to Participant B, who cannot take any action at all. All Participant B could do was send you a message. Below is the message that Participant B has sent to you: Donating to UNICEF is the moral course of action because it is everyone's duty to help the ones in need. So, if you consider your moral duty, you should donate." Choose one of the options below: Option A: $3 to you and $0 to UNICEF Option B: $2 to you and $3 to UNICEF

Instructions for the senders of moral messages
Please note that the pages "Instruction" and "Information about UNICEF" are the same as the ones of the receivers of the moral messages.

Your partner and decisions
As part of this experiment, a partner has been randomly assigned to you. This partner (henceforth Participant B) is another participant in this experiment. Participant B will have to choose between two possible monetary allocations for himself (herself) and the charity organization UNICEF. Any amount of money he (she) keeps for himself (herself) will be paid him (her) at the end of the experiment. Any amount he (she) allocates to UNICEF will be donated to UNICEF at the end of the experiment. On the following screen you will be asked to make one decision: You will be asked to select a message from a list of pre-written messages to send to Participant B. Participant B receives your message before choosing between two possible monetary allocations. Please note that your payoff from this task is $2, and it does not depend on your message or Participant B's choice. After you have made these decisions, you will be asked to complete a questionnaire that will consist of two screens. Then, the experiment will end. Summing up, here is the timeline of the experiment: • You decide which message to send to Participant B.
• Participant B sees your message, and makes his (her) decision on an allocation between himself (herself) and UNICEF.
• You complete a questionnaire.

2/8
Click on "Next" when you have carefully read through the information. You can only click on the "Next" button if you have spent at least 45 seconds on this page.

Decision
As already explained previously, Participant B will soon have to choose between two possible allocations, called Option A and Option B. The two options are as follows: • Option A: $3 to you and $0 to UNICEF • Option B: $2 to you and $3 to UNICEF Before Participant B makes the decision, you can send him (her) a message. Please choose the message that you would like to send to participant B.
Donating to UNICEF is the moral course of action because it helps the ones in need and maximizes the total welfare (sum of everyone's payoff) you generate. So, if you consider the consequences of your action, you should donate.
Donating to UNICEF is the moral course of action because it is everyone's duty to help the ones in need. So, if you consider your moral duty, you should donate.
Donating to UNICEF is the moral course of action because a good and virtuous person would show generosity and help the ones in need. So, if you consider the importance of being virtuous, you should donate.
Donating nothing to UNICEF is the right course of action because it is everyone's responsibility to look after themselves and maximize their own income, rather than the income of others.
You should donate to UNICEF. -

Additional controls No Yes
Notes: Coefficients from Probit models with two-way fixed effects (standard errors in parentheses) and control for the date of data collection. Additional controls are age, ethnicity, political view, moral conviction and the five MFQ moral values. * p < 0.1, * * p < 0.05, * * * p < 0.01.